2. # Retail shelf will be the forward position in the battle for consumer spending. # Many brand owners have mistakenly treated the in-store experience as yet another operational function. And… Whyit matters?
3. # When consumers feel pain in the pocketbook, they react differently inside the store. Unfortunately, it is this in-store decision moment that is chronically misunderstood and under-resourced. # 70 percent or more of purchase decisions are made in-store
4. Procter and Gamble, consistently utilizes shopper insights to create store solutions that successfully grow the objectives of their brands
5. Understand differences between consumers and shoppers Then What’s the goal? Leveraging on shopper insights 1 Optimization of Brand Value
8. Possessing different needs.Shoppers shoppers shopping behaviour, habits, and practices segment them location, demographics, habits and practices their life often segment them vs. consumers CONSUMERS
9. 3 must-knows for the brand Leg 1 dynamics of the shopping environment what motivates and influences the shopper Leg 2 iii. Incorporating strategic objectives of the brand
11. #Merchandising logic in the form of category principles (e.g. vertical versus horizontal shelf arrangements by brand, scent, size, etc) #Planned adjacencies and store layout both within and across the categories #Category and brand sign-posting and way finding
12. Contd.. # Total store planning and flow # Packaging # Multi-level communication # Emotive and interactive communication- imagery, technology, or out-of-box displays
14. #What drives the shopper to go to a store, and on what kinds of trips to the store is the brand likely to be purchased? #Is the category usually a destination, planned, unplanned, or impulse purchase and what drives that role?
15. #What are the current purchase drivers and barriers in-store? #What information do shoppers seek in the store, specifically?
16. #How do shoppers select and de-select options and what are the decision hierarchies? #How do shoppers want to interact with products? What interaction do they need?
17. #How do shoppers orient themselves in the category? In the store?
18. 2nd Leg to unlocking in store value Incorporating strategic objectives of the brand besides understanding shoppers, brands must also be clear about what they want to achieve with shoppers
19. Promoting trial Facilitating greater purchase frequency Encouraging trade up Adding or increasing margin variants Motivating multi-product routines Strategies for the brand
20. Summary Brands must get to know shoppers, not just consumers. The store environment is a brand opportunity, not just a point of tactical operations. As the competition for share and loyalty continues to get more intense, brands that manage the shopper aspect of their brand differentiate and create meaningful value as a brand and retailer partner.
21. References Article Understanding and Profiting from the Differences Between Shoppers and Consumers - Kelly Crouch and Emily Grant www.iStockphoto.com
